REALTOR® Magazine in print The magazine for the members of the National Association of REALTORS ®.
The Reader
RR®. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 2 Prod Pr oduc ucts ts & e erv rvic ices es 3 Dem emoogr grap aphi hicc Profl flee 4 Rec ecom omme mend ndaati tion ons s 5 Rea eall sta statte Is a Car Caree eer r 6 Readership 7 The Magazine
Circulation 7 dit itor oria iall Prod oduc ucts ts 8 Advertising
dv dvert ertis isin ingg p ppo port rtun unit itie iess 10 Brok Br oker er dv dver erti tisi sing ng 11 Web dvertising dvertising 12 e-Ne eNews wsle lett tter er dve dvert rtis isin ing g 13 how Da Daily 14 vent v ent ponsorships ponsorships 15 Val alue ue--d dde dedd Mark Market etin ingg 16
Circulation: 1.13 million
Real Facts About REALTOR® Magazine
REALTORS ® Membership: 1.13 million Purchasing Power: $6.6 billion Independent Contractors: 82% Income: 1.5 times the national average ducation: 90% attended college
Our Our Mission REALTOR® Magazine is REAL REALTORS TORS®’ single source of information on how to achieve business success. The magazine and Web site advance real estate industry best practices, bring expert insights to significant industry trends, and provide REALTORS® with timely decision-making tools on business purchases and strategies.
REALTOR® Magazine Online
REALTOR® Magazine by e-mail
REALTOR® Magazine live!
The companion Web site at www.realtormag.com featuring exclusive online content.
Delivering industry news and business tips to REALTORS.®
Covering meetings, expos, and special events for members.
Your Conference News Orlando ®
T H E
B U S I N E S S
S u n d a y
T O O L
F O R
R E A L
E S T A T E
P R O F E S S I O N A L S
1 1 / 0 9 / 0 8
Choose Passion Over Fear
CRBDAY TODAY’S BEST IDEA
Setmutually agreeable expectations,ratherthan guessingthepricethey wanttohear. HearMore:AdornaCarroll n aCarroll,ABR®,SRES SellerCounseling Session 9:00AM – 10:30AM W224E.Level2 BE THERE!
Courageina Crisis InspirationalBreakfast withLee Woodward TicketedEvent Time. 6:45AM – 9:00AM Peabody Orlando Location.PlazaInt’l Location. PlazaInt’l Ballroom TapYourMentalEnergy Instinct-DrivenSuccess Time.9:00AM Time. 9:00AM - 10:30AM Location. W224G,Level2 Can’tFailClosingScripts MakingtheShiftfromGoodtoGreat Time.11:00AM Time. 11:00AM – 12:30PM Location. W330D.Level3
Show Daily
“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS ® ConferenceGeneral Session. He intends to come out of retirement and compete again in next summer’s Tour de France. “I think I can do it, though I’m not totally sure.”
REALTORS ® lookingfora model “Canceris thebestthingthat ofhowtosucceedin toughtimes haseverhappenedtome,”he said. gotanobjectlessonandaninspira“Thediseasetaughtmehowtolive, tionallift Saturdayfromsomeone taughtmehowtoght,andtaught whoknowsaboutsurvivingadvermenottobeafraid.” sity:LanceArmstrong. Armstron t rong wrotethe e the bookon Thecyclingphenomand can- gritand fortitud i tude. Hewon the cersurvivoraddre v oraddressedacrowdof character-testingTour testingTour de France more than7,500 REALTORS® racea record-breakingseven conandguests atthe OrangeCounty secutivetimes. Allsevenvictories ConventionCenterin Orlandoas cameafterhisbattlewithtesticular thekeynotespeakerattheREALcancer. Thecyclistspokemovingl t spokemovinglyto y to TORS® ConferenceGeneralSestheREALTORS® abouthisexpesion. “Mychallengetoyouis—despite rienceandwhyhewentpublicwith howtoughthingsare—youhaveto hiscancerexperience. Hisdoctor ndyourpassion,”saidArmstrong, gavehima choiceabouthowto c eabouthowto whosayshislifetodayisallabout s hislifetodayisallabout goforward: Bea privateperson, raisingawarenessaboutcancersurorwalkout asa publicpersonand vival. SeePassion, See Passion, page26 > page26 >
NoMoreAwkwardIntros DiscoverYourMemory Power Time.11:00AM Time. 11:00AM – 12:30PM Location.ValenciaRoom, Location. ValenciaRoom, W415B,Level4 PriceRight:Price Often QuickUpdatesfor aQuickerSale Time.1:00PM Time. 1:00PM – 2:00PM Location.ValenciaRoom, Location. ValenciaRoom, W415D,Level4 TipsonWeatheringthe Slowdown ThePerfectStorm forCommercial InvestmentReal Estate Time. 1:00PM – 2:30PM Location. W230C.Level2 GetReadyfor YourCloseUp LookClients,I’monTV! n ts,I’monTV! Time.3:00PM Time. 3:00PM – 4:30PM Location. W224G.Level2 Kool&the GangConcert; RidesGalore REALTORS® NightOut Time.7:00PM Time. 7:00PM – 11:00PM Location. UniversalStudies ShuttleBus outsideHall D
Correction:Thepromotion forKerriWalshand h and MissyMay-Treanorthatappears onp.12shouldhaveappeared onSaturday.Theduowill notappearSunday.
Circulation: 1 million monthly, 200,000 daily and weekly
NAR Honors Good Neighbors Withtumultu h tumultuouscheersanda standingovationfrom a riveted crowd of REALTORS®, 2 0 09 President-elect Vickie Cox Golderintroducedthewinnersof edthewinnersof thisyear’sGoodNeighborAward winners. “You epitomiz o mize thespiritof communitythatisso ythatisso muchapart of beingaREALTOR®,shesaid. “We’reproudto haveyou demonstrateto eto theworldthepositive impactREA LTORS® aremaking acrossthecountry.” .” REALTOR® magazine’sninthhannualGood NeighborAward honors the efforts of REAL® TORS who make exceptional contributions to improve o ve the qualityof lifein theircommunities. Inaddition tothe crystal t al trophiestheyreceivedlastnight,
thevewinnerswill eachreceive a$10,000grantfortheircommunitycauseanda$2,500Lowe’sgift card. ThisyeartheGoodNeighbor programreceived generous supportfrom foundingsponsor eNeighborhoods, Homes.com, om, Lowe’s,andLandAmericaInc. icaInc. The2008Winners
LeiBarry , A B R®, C R S, G RI , SRES, Keller e r Williams a ms Real Estate,Blue t e,Blue Bell, Penn. Barry y foundedInter-FaithHousingAlhHousingAlliancemorethan20year e morethan20yearsagoto s agoto savelow-incomefamilies from homelessnes s ness. s . Inspired i red by her ownexperienc i encein the1960sas asinglemotherwithnoplaceto live,Barryhas workedtoprovide temporaryhousingforthousands ofpeople.
From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caro line McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scottand RobinGwaltney , ColdwellBankeratYourService Realty,Ltd., Rochester, Minn., Everyyearfor16years,theGwaltneyshave beenunpaid resident houseparentsforuptosixacademically talented, but underprivi-
leged,teenageboys.Asvolunteers forRochesterBetterChance,the Gwaltneyshaveprovidedahaven for46 inner-cityyouthsfromatriskneighborhoodsandmentored themthroughhighschool. SeeGoodNeighbor, See GoodNeighbor, page26 > page26 >
Circulation: 20,000 conference attendees attendees
REALTOR® MAGAZINE
REALTOR® MAGAZINE ONLINE
Circulation: 1.13 million
dvertising Impressions: 863,000 monthly average
Readership: 1.98 million (1.75 pass-along rate) rate)
Page Views: 875,000 monthly average
CPM: $47.29
Visits: 360,000 monthly average average
udit: BPA Worldwide
Unique Visitors: 250,000 monthly average average
yndicated Research: MRI Market Solutions, Harvey Research
-mail ubscribers: Over 1 million Sources: NR membership database, June 2009; National ssociation o RR RR® 2009 Member Proile; ssociation o Real state icense aw icia ls’ Digest o Real state icense aws, 2009 dition; 2009 RR ® Magazine Reader Proile tudy, MRI Market olutions; Harvey Communication Measurement tudies, cumulative results, ugust 2008, December pril 2009; Burst Media, 1 2010 2008, MEDIA INFORMATION January-May 2009; Webrends, Webrends, January-May 2009; eDialog, 2009 REALTOR REALT OR MAGAZIN E®March-May WWW.REALTORMAG.COM
The Reader
Q
Is real estate the sole occupation for most REALTORS®?
A Yes.
Real estate is the only current occupation for 76% of REALTORS®. Source: National ssociation o RR RR® 2009 Member Proile
REALTORS® America’s Largest Market of Small Business Owners Here’s your big opportunity to directly access more than a million small business owners. The 1.13 million members of the National Association of REALTORS® represent the country’s largest organization of independent entrepreneurs, and they are a protable market for your products and services. Nearly all real estate salespeople are independent contractors running a business. Because REALTORS® are their own bosses, they make their own buying decisions and spend generously on products and services to ensure their success. Today’s REAL REA LTORS® have more education and work longer hours to build and manage their businesses. With an average of 10 years’ experience under their belts, these enterprising entrepreneurs earn more, so they are able to spend more on your products and services. Sources: National ssociation o RR RR® 2009 Member Proile; 2009 RR RR® Magazine Reader Proile tudy, MRI Market olutions
TAP INTO THE REALTOR ® BUSINESS MARKET Business Use of Vehicle
$1,820,966,350
Marketing of Services
$859,586,600
Technology Products and Services
$825,655,550
Business Promotion
$814,345,200
Administrative
$791,724,500
Professional Development
$780,414,150
Web Site Maintenance
$271,448,400 0
400
800
1,200
1,600
2,000
Sources: National ssociation o RR RR® 2009 Member Proile; NR membership database, June 2009
REALTORS®’ INCOMES ARE CONSISTENTLY HIGHER THAN THE U.S. AVERAGE 90 80 70
$80.3
$86.2 $76.4
$74.7
Average Annual Income (REALTORS®)
$47.7
Average Annual Income (U.S. Adults)
$80.5
60 50 40
$34.7
$37.3
$40.0
2003
2005
$43.1
30 2001
2007
2009
90 80
Median Annual Income (REALTORS®)
70 60
$58.8
$60.6
$56.0
$55.3
$30.1
$32.1
$32.5
$34.2
2003
2005
2007
$58.0
50 40 30
2001
$38.0 2009
Sources: 2001, 2003, 2005, 2007, 2009 RR® Magazine Reader Proile tudies, MRI Market olutions
2
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZI NE® WWW.REALTORMAG.COM
Median Annual Income (U.S. Adults)
T h e R e a d e r
The Reader
Q
Products and Services 1.13 Million Business Owners with $6.6 Billion in Purchasing Power When opportunity knocks REALTORS ® want to be rst to open the door, and they want products and services that give them a competitive edge. Individually these independent contractors spend $5,810 on average each year on business purchases. Collectively, REALTORS ® have purchasing power totaling $6.6 billion, making them a powerful market you’ll want to pursue. Buyers and sellers expect their agent to be responsive. That’s why REALTORS ® buy products and services that enable them to conduct business around the clock and anywhere they go. They buy new technology such as smartphones and have wireless access to the Web, e-mail, and more. They buy digital cameras, scanners, and Web services to help them maintain a presence online. They buy laptops, computer peripherals, and software to stay productive in their home ofces. Get their attention with your advertising in REALTOR ® Magazine, your direct connection to 1.13 million decision-makers. Sources: National ssociation o RR RR® 2009 Member Proile; 2009 RR RR® Magazine Reader Proile tudy, MRI Market olutions
HOW BIG IS YOUR TARGET MARKET?
REALTORS® Own
% of REAL REALTORS TORS®
# of REALTORS ®
Digital cameras
965%
1,091,449
pecialized sotware **
952%
1,063,824
aptop computers
842%
952,331
Copy machines
787%
890,125
Camcorders
538%
608,497
hipping services
958%
1,083,532
Credit cards
912%
1,031,504
Closing gits
824%
931,973 931,973
hird-party Web site services †
741%
569,068 569,068
Financial advisers
355%
401,517
Color printers ††
774%** 774%**
129,562
Cellular/mobile Cellular/mobile phones
433%
489,738 489,738
Personal computers
345%
390,207
Vehicles
248%
280,497
GP navigation systems †††
174% 174%
195,816
How many REALTORS® maintain a home office?
A
89.4%
of REAL RE ALTORS TORS® have an ofce set-up in their home
T h e M a g a z i n e
Source: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions
REALTORS® Use
A d v e r t i s i n g
REALTORS® Plan to Purchase*
*Plan to purchase in the next next 12 months **Base 988% o RR RR® own a computer † Base 679% o RR ® have a Web site †† Base 148% o RR RR® plan to purchase a printer ® ††† Base 995% o RR own/lease a vehicle Source: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions
For more REALTOR® research by industry, please see the Market Research insert at the back of this book.
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
3
The Reader
Q
How experienced are readers of REALTOR® Magazine?
Demographic Profile REALTOR® MAGAZINE READER PROFILE
REALTORS®
U.S. Adults
Index
Men
39.5
484
82
Women
60.5
516
117
verage ge
51.9
437
119
Median ge
53.0
431
123
Married
74.0%
583%
127
ingle
8.4%
259%
32
Widowed
2.7%
38%
74
eparated or Divorced
14.9%
121%
124
ttended College
90.0%
599%
150
Graduated College or More
51.3%
298%
172
Post-Graduate tudy with Degree
14.3%
100%
142
Total Adults
Age
Marital Status
A
The typical REALTOR® has
10
years experience.
Source: National ssociation o RR RR® 2009 Member Proile
Education
Income and Personal Wealth (in thousands) verage Household Income
$126.8
$765
165
Median Household Income
$106.3
$643
165
verage Investment Portolio Value
$135.7
$664
396
Median Investment Portolio Value
$260.1
$426
322
verage Net Worth
$721.0
--
--
Median Net Worth
$486.3
--
--
verage Number o Hours Watching V Per Week
127 hours
275 275 hours
46
Median Number o Hours Watching V Per Week
107 hours
224 hours
48
verage Number o Hours istening to the Radio Per Week
100 hours
155 hours
65
Median Number o Hours istening to the Radio Per Week
62 hours
86 hours
72
Media Usage
Source: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions
4
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZI NE® WWW.REALTORMAG.COM
For more REALTOR® research by industry, please see the Market Research insert at the back of this book.
T h e R e a d e r
The Reader
Recommendations REALTORS®’ Recommendations Create Opportunity for You One way for REALTORS ® to add value is by being a resource for anything and everything that will help their clients close the deal and start life right in their new home. In fact, nearl y 94 percent of REA LTORS ® tell us they regularly recommend products and services to their clients and their colleagues on home-related purchases. REALTORS®’ words carry a lot of weight, especially with the 40 percent of purchasers who are rst-time home buyers. Advertising in a trusted business resource such as REALTOR ® Magazine is a great opportunity for your products and services to get the attention of business men and women who are in a position to recommend them.
T h e M a g a z i n e
Sources: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions, June 2009; National ssociation o RR RR® 2009 Proile o Home Buyers and ellers
REALTORS® RECOMMEND GOODS AND SERVICES TO THEIR CLIENTS* Home Inspector
88.9%
Mortgage Lender
86.6%
Home Warranty
81.9%
Title Company/Insurance
82.3%
Termite/Insect Termite/Insect Inspector
76.2%
Settlement Attorney
73.9%
Utilities
70.1%
Homeowner’s Insurance
60.9%
Banks
60.2%
Home Improvement Companies/Retailers
51.1%
Home Builders
37.5%
Moving Company
A d v e r t i s i n g
33.0% 0
20
40
60
80
100
*Base 939% o RR ® always or requently recommend goods and services Source: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions
For more REALTOR® research by industry, please see the Market Research insert at the back of this book.
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
5
The Reader
Real Estate Is a Career Opportunity for the National Association of REALTORS®’ 1.13 Million Members Real estate provides great long-term career opportunities for serious professionals. Nearly half of the nation’s 2.4 million real estate licensees have joined the National Association of REALTORS® as proof that they mean business. REALTORS REALTORS®’ NAR membership is key to helping them be perceived as ethical, credible, and knowledgeable professionals who deserve their clients’ trust.
NAR members appreciate the association’s efforts to promote high industry standards and provide resources like continuing education programs. They also place a high value on the industry-specic information they get from the association’s Web sites and publications, especially REALTOR® Magazine. Sources: Sources: NR membership database, June 2009; NR Member ttitudes and dvertising racking tudy, 2008; 2009 RR ® Magazine Reader Proile tudy, MRI Market olutions
REALTOR® MEMBERSHIP REMAINS STRONG AT OVER 1.13 MILLION 1,500,000
1,200,000 900,000 600,000
300,000 0 2000
2001
2002
2003
2004
2005
20 0 6
2007
2008
20 0 9
Source: NR membership database, June 2009
Outstanding Opportunities Opportuni ties Today, Steady Growth for Tomorrow There’s never been a better time to buy a home. Low mortgage rates, combined with unprecedented affordability have created the most favorable market conditions in generations. More than 40 percent of today’s purchasers are unencumbered rst-time buyers, so REALTORS ® are in high demand as they help newcomers get the best deals and guide them through the home-buying process. There’s more good news ahead: Demographic trends that will drive future demand remain rmly in pace, and all indications point to strong and steady growth into the next decade. Sources: National ssociation o RR RR® Qualitative Research, M gency, 2009; National ssociation o RR RR® op 25 Metropolitan tatistical reas Research, ctober 2008; he tate o the Nation’s Housing, Joint Center or Housing tudies o Harvard University, 2008; National ssociation o RR RR® 2009 Proile o Home Buyers and ellers
Real Estate Snapshot » 87% of sellers use a real estate agent when selling their home » 81% of buyers use a real estate agent when buying their home » 88% of buyers would use their real estate agent again or recommend the agent to others » 85% of sellers would use their real estate agent again or recommend the agent to others Source: National ssociation o RR RR® 2008 Proile o Home Buyers and ellers
A Bright Housing Future Ahead » 85% of Americans say buying a home is a “good financial decision.” » 66% of Americans believe now is a good time to buy a home » 77% of second-home buyers consider it a good time to invest in real estate » 57% of investment buyers are likely to purchase another property in the next two years Sources: RR® op 25 Metropolitan tatistical reas Research, ctober 2008; National ssociation o RR RR® 2008 Investment and Vacation Home Buyers urvey
The Magazine
T h e R e a d e r
Readership REALTOR® Magazine Is Widely Read » 80.1% of REALTORS® read three out of four issues* » 79.1% of REALTORS® read at least half the publication » REALTORS® spend an average of 47 minutes reading
“It’s ‘must’ reading to keep me current regarding trends in the real estate business.” – REALTOR® , Salesperson “I read it to learn what’s happening with others, market trends, and technologies. I like success stories that I can learn from.” – REALTOR® , Broker-Owner
each issue * Base: 980% o RR ® receive the magazine Sources: NR Member ttitudes and racking tudy, tudy, Carton Donorio Partners, Inc, November 2008; 2009 RR®Magazine Reader Proile tudy, MRI Market olutions
“It’s one of the best magazines for REALTORS ® . It deals with the problems that they are faced with and how they can be solved.” – REALTOR® , Salesperson “I pick up new tips, and I look at what other companies are doing and what products are out there to facilitate my business.” – Associate, Broker-Associate
T h e M a g a z i n e
“I want to learn the latest innovations regarding technology so our business can keep up with the times … I think well of the magazine.” – REALTOR® , Salesperson
REALTORS® DON’T READ OTHER BUSINESS PUBLICATIONS
Real Estate Professional
16.2%
Business Week
8.7%
Entrepreneur
4.8%
Newsweek
14.0%
Forbes
8.2%
Fortune Small Business
3.0%
Money
12.9%
Real Estate Business
8.2%
Inc.
2.8%
Time
10.6%
Fortune
5.6%
Fast Company
0
4
8
12
16
20
20% Or Fewer Read
0
3
6
9
12
10% Or Fewer Read
15
A d v e r t i s i n g
1.8% 0
3
6
9
12
15
5% Or Fewer Read
Source: 2009 RR ® Magazine Reader Proile tudy, MRI Market olutions
For more REALTOR® research by industry, please see the Market Research insert at the back of this book.
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
7
The Magazine
Q
How many readers does REALTOR® Magazine reach?
A
REALTOR® Magazine reaches
1.98 million readers on average.
Source: Pass-along readership, Harvey Communication Measurement tudies, pril 2009, December 2008, and ugust 2008
Circulation The One Business Tool Read by Over a Million REALTORS ® In today’s economy you can’t afford to overlook an audience of small business professionals who spend more than $6.6 billion on business purchases every year. REALTOR® Magazine is your one and only opportunity to reach each of the 1.13 million real estate professionals who make up this large and protable market. Every member of the National Association of REALTORS ® receives a copy of REALTOR® Magazine, and members view the publication as a vital tool for business success. In fact, fewer than 1 in 10 REALTORS ® bother with other professional, news, or small business publications.
REALTOR® MAGAZINE IS YOUR BEST VALUE FOR REACHING SMALL-BUSINESS PROFESSIONALS
Publicatio n Title
Circulation*
Cost per Thousand (CPM)*
Real Estate Publications RR ® Magazine
1,245,140
$4729 $4729
Real state Proessional
67,250 67,250
$5859
Real state Business
10,000
$26700 $26700
Real state Magazine
42,000
$22024
ntrepreneur
606,770
$13758 $13758
Fast Company
744,337
$10342
1,004,490
$11030
712,961
$10407
Business Week
935,820
$11989
he conomist conom ist
747,254
$7287
Forbes
919,742 919,742
$12450 $1245 0
Fortune
865,517
$19006
825,080
$8238
1,913,459
$10045
Newsweek
2,701,893 2,701,893
$8386
ime
3,360,135
$8147
PC Magazine
645,884
$12141
PC World
603,999
$13889
Wired
703,593
$11194
Small Business Magazines
Fortune mall Business Inc Business Publications
Financial Magazines Kiplinger’s Personal Finance Money News Weeklies
Technology Publications
* tatistics reer to 2008 rates and circulation igures Sources: RD Business Publication dvertising ource, June 2008 and December 2008; RD Consumer Publication dvertising ource, June 2008 and December 2008; Real state Business 2009 Media Kit; he Real state Proessional 2009 Media Kit; NR membership database, December 2008; 2009 RR RR® Magazine Reader Proile tudy, MRI Market olutions, June 2009
8
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
The Magazine
T h e R e a d e r
Editorial Products REALTOR® Magazine is an award-winning multimedia brand offering a print magazine, Web site, e-newsletters, special events, and much more to the nation’s 1.13 million REALTORS®.
Right Tools. Right Now.
Sales&Ma keting
MORE
REALTOR.org/realtormag
Real estatepractitioners acrossthe country arelooking fornew waysto succeedin theface of market challengesthat mosthave neverbeforeexperienced. We’vegotyou covered, with tipson howto respond to clients’ difficultquestions, stay motivatedto sell, andramp upbusiness even in tough conditions.
9 0 0 2
© e v a r g s u M e v e t S y b n o i t a r t s u l l I
Currenteconomicconditions willalsohave aneffecton the directionofpricing, aspricingis directlyconnectedtoaverage income.Traditionally,thenational averagesalespriceof a homeistwo-and-a-halftimes theaveragehousehold income. Throughtheboomyearsof2004,2005,andeveninto2006, n into2006, thatratio wasdistorted,reaching uptofour timestheaverageincome.We’renow gettingmuchcloser tothe 2.5ratio. However,withunemploymentrising,prices mayhaveto drop furtherto stayin linewiththe averageAmericanfamilyincome.
Magazine
Anyinvestmentconsideration,whetherit berealestate, gold,or fineart,follows apredictablecyclewithnine stages(see“The stages(see“The Stagesofa MarketCycle,”right).Let’sstartwith MarketCycle,”right).Let’sstartwith optimism,the periodinwhichmany peopleareexcitedaboutbuying ahome. Whenthemarketis strong,people’spurchasesquicklyincrease invalue,which leadstoeuphoria, whichcanleadto rashdecisionmaking.Fromeuphorias tartsa downwardcycle.Asprices startto fall,buyersgo intodenial,with statementssuchas “I’ll beinthehouseafewyears,sothiswon’tbeachalleng t beachallenge.”After denialcomesfear,as pricescontinueto fall,followedbypanic, despondency,and ,and depression.Afterdepressioncomeshope andthenoptimism(backto stageone). Thepointof maximumriskforany investmentisduring theeuphoriastage. Thepointof maximumopportunityisat thelowestpoint, betweendespondencyanddepression.That’s exactlywherewearein manyrealestatemarketstoday. Clients whoaremotivatedand qualifiedtobuywill beableto lookat themarketcyclechartand understandwhynowis thebesttime toinvestinrealestate.
4 Questions You Need to Answer Today In oneshortdecade, yourrolehaschanged dramatically. Ten yearsago, peoplestilledviewedreal estatebrokersand salespeopleasinformation salespeopleasinformation providers. Today, any person with an Internetconnection can accessmostof what they needto knowaboutthereal estatemarket, includinghowmuch theirhouseis “worth.” Notethe quotation marks? That’swhereyournewrole comesinto play. Although buyersandsellersmay havethe information rightin frontof them,they don’talways fully understandthemeaning. Yourjobist o offertheexpertinsight s thatwill helptheminterpret theinformation. Forexample, showwhatfactorsimpact valuein yourmarket. Explain why buyersandsellers shouldbe thinkingnot justabout currentvalue, which isjust a snapshotof a marketon a given day, butalsoaboutwhatthevalueislikelyto besixmonthsorsixyearsdown s downtheroad. Herearesomeinsightsyoucan offer in responseto thequestions buyersandsellers areaskingto day.
1.W hyarethepricesof
Download Buyer Brochures Helpbuyersovercome objectionsto thechanging market.It’sa market. It’sa Great Timeto Buy isa marketsensitiveresource to provideto buyers on thefence. REALTOR.org/RightTools Click on EducationalTools & Publications
20
homesdropping substantially intoday’s market?
2. HowdoI determinethe
Pricesaredropping becauseof theanomaly thatoccurred duringthe marketboom. ProfessorKarl Caseof Wellesley Collegeandcontributing authorof theCase-SchillerHome PricesIndices, a quarterly nominal housingpricereport, lookedclosely atthe appreciation ofmedian homevalueover five-yearincrementsdatingback to 1980( see“Appreciation see“Appreciation WentInto Overdrive,”page21).Hisresearch Overdrive,”page21).Hisresearch showsthat home valuesappreciated26.5 percenton averageforthe 20-year periodfrom1980 through 2000. Inthesix yearsthat followed, averageappreciation was89percent. Pricesarenow adjusting to theinconsistent andunsustainable growth thatoccurred duringthe firstsix yearsof thisdecade. Inotherwords, the marketisnot on thedecline. Rather, itis movingtowardstability, which will meanhealthiermarketsin the future.
Although thereareno steadfastrulesto determinefuture pricing, months’ supply of inventory (total inventory divided by thenumberof housessoldper month)isa greatguideline. A normalizedorbalancedmarket hasfive to sixmonths of inventory. If100houses sell amonth, thereshouldbe500 to 600houses in activeinventory. Basedon thisprinciple, if you haveone to two monthsof inventory, double-digitappreciation islikely to occur. Lack of supply will causepotential buyers to clamorover thefewhomes thatare forsale, which in turn drivespriceshigher. On theotherend of thespectrum—where many marketsarerightnow—thereis a seven- toeight-month inventory. With thisabundanceof supply, theresimply aren’t enough buyersto ersto supportthenumber of homesfor sfor sale(see “Lotsof Listings= DepressedPrices,”page21).
direction ofprices in my market?
appreciatedatarateofabout5percentperyear.Inthesixyearsbetween 2000and2006,however,appreciat , appreciationwas89percent,ornear i onwas89percent,ornearly15percent l y15percent peryearonaverage.Today’scorrectionisamovebacktostability e ctionisamovebacktostability. 1980 -1985
25% 27%
1990 -1995
25%
1995 -2000
29%
2000 -2006
89% Source:BrookingsPapers9/08
Lots ofListi ngs = Depressed Prices Althoughmanyfactorsaffect pricing,inadownmarket,excessiveinventorybecomesakeydriver. y becomesakeydriver. 1– 2 mont hs
INVENTORY
3 – 4 mont hs
ou bl VARIANCE D o blee- dig it it Sing le-a le -adi digi git t IN PRICE app rec reciat io io n ap pr pr ecia eciat t io io n
5 – 6 mo nt hs
Balanc ance
9 – 10 mont hs
TheStages ofaMarket Cycle You’veheardof ElisabethKublerthatdifferent.Today’smarketisstilltryingtoworkitswaybacktohope. s marketisstilltryingtoworkitswaybacktohope.
really agood way tobuild wealth?
MINIMUM RISK MAXIMUM OPPORTUNITY
Euphoria
AccordingtoNAR, homevaluesappreciate4.5percentannually onaverage.That’s agreatreturn; however,veryfewbuyers payincash.Mosttrytoputaslittlecashdownaspossible. Theamountof cashbuyersputi ntotheirhome determines theirreturnonequity,whic y ,whichisthetotalreturnonthecashthey initiallyinvested.So thereturnon equitycanbe astronomical. It’seasytoseethatrealestateisn’tjustagoodinve e isn’tjustagoodinvestment;it’s agreatinvestment.
7– 8 month ths s
Sin ingl glee- dig it it D o o ub lele-digi git t depr ecia eciatio tio n depr depr ecia eciatio tio n
Ross’sstagesofdeathanddying?Well,thestagesofamarketcyclearen’t
4. Is homeownership
Excitement
Denial
Optimism
Investment Climate Fear
Investment Climate MINIMUM OPPORTUNITY MAXIMUM RISK
Optimism Panic Despondency
Source: WestcourtFunds
APRIL 2009 REALTOR®
:11 :
_F _l i t _F.i n
T h e M a g a z i n e
Hope Depression
Source:SteveHarn eyspecializesinnegotiationandleadershiptraining.Hehasbeeninthe eyspecializesinnegotiationandleadershiptraining.Hehasbeeninthe industryformorethan20years,firstinsalesandthenasbroker-ownerofa500-associate realestatecompany .Visithimat .Visithimat www.KeepingCurrentMatters.com .
REALTOR® APRIL 2009
_F_ lit_F.in
Appreciation Went IntoO verdrive Historically,homes have
1985 -1990
3. Why should I buy now?
The brand’s agship publication, REALTOR® Magazine, is a true business tool, offering tips, trend information, case studies, expert commentary, and how-to articles to REALTORS®.
Use Facts to Address Worries
Sales & Marketing
1
21
11:5 :
“For Brokers” Magazine Supplement “For Brokers” is a supplemental section providing valuable management guidance and data specic to 189,000 REALTORS® who work as broker-owners and managers of real estate companies.
Web Site REALTOR Magazine Online (www.realtormag.com) is more than just the print publication online. It’s a real-time information portal for members to access timely industry news, participate in blogs, view video features and slide shows, take interactive quizzes, and download how-to content for their businesses. The site draws an average of 875,000 page views monthly, including trafc from REALTOR® Magazine’s e-newsletters, coordinated promotions with the association’s umbrella Web site (www.REALTOR.org), and references in REALTOR ® Magazine in print. ®
E-Newsletters The magazine’s highly awarded Business Tips Newsletter is e-mailed monthly to more than 1 million highly engaged, registered users and features the latest industry tips and trends. Our daily and weekly Industry News e-mail, distributed to 200,000 subscribers, keeps REALTORS® plugged in to the latest business news. Sources: NR membership database, June 2009; Webrends, Webrends, January-May 2009; eDialog, March-May 2009
REALTOR® MAGAZINE HAS AWARD-WINNING CONTENT AND EDITORS
AZBEE (American Society of Business Publication Editors) Awards
2009 National Awards: Feature Series and Government Coverage 2009 Regional Awards: How-To Article, Special Section, and Individual/Organization Prole 2008 Regional Award: Regular Department APEX Awards
A d v e r t i s i n g
2009 Awards of Excellence: Feature Series Writing and Regular Department & Columns 2008 Awards of Excellence: Print Magazines and Journals and Regular Department Chicago Headline Club, Peter Lisagor Awards
2008 Finalist: Best Interactive Feature and Business and Consumer Reporting by a Trade or Specialty Magazine
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
9
“Through advertising in REALTOR® Magazine, Fujitsu has had the opportunity to reach real estate agents and brokers nationally. We continually get quality leads and are pleased with the success we are seeing in the real estate vertical market due to REAL REA LTOR® Magazine.” – Megan Fowler Marketing Communications Manager, Fujitsu Computer Products of America Inc.
Advertising
Advertising Opportunities Make an Impression on 1.13 Million Small-Business Professionals It’s important to put your advertising message in front of your best customers. Advertising in REALTOR ® Magazine is an easy and cost-effective way to get face time with 1.13 million small-business professionals every month, when they’re in the market for your goods and services. REALTOR ® Magazine gives you a great return on your advertising investment, too, because of the additional exposure you’ll get when readers pass each issue along to their coworkers and colleagues. REALTOR® Magazine offers display and classied opportunities to t any budget, so you continue to get your advertising message out often and establish a dialogue with your customers. Sources: NR membership database, June 2009; Harvey Communications Measurement tudy, pril 2009
Display Advertising ®
REALTOR MAGAZINE IS AN AWARD-WINNING AW ARD-WINNING PUBLICATION
American In-House Design (Graphic Design USA) Awards
REALTOR® Magazine offers a range of advertising sizes and rates for black and white, 2-color, and 4-color display ads. Premium positions such as covers and center spreads are also available. Advertising can be customized based on regional circulation or REALTOR® designation.
2009 Awards: Single-Page Design, Feature Design, and Cover Design
BROWSE THE BLOG
ThismonthatStyled,Stagedand Sold:Professionalstagerssharetheirroommakeovers andprovidetipsyoucanuse foryourlistings. foryourlistings.http://s http://s tyledstagedsold.b logs.realtor.or logs.realtor.or g
STAGING TIPS FROM THE PROS
2008 Certicates of Excellence: In-House Designers
Enlisthelpfromfriends. Teamworkischeaperthanhiring movers.ValerieM.Blakeof PrudentialCarruthers, thers, REALTORS®,in Washington,D.C.,solicitshelpfrom acoupleoffriendstomovefurniture fromroomtoroom.Thecost:the priceofapizza.
E S T M Y B
O M RO R K E O V E
m o r m fo a n s f r a t r s t o s ro o to e p r n t te i n a t a s i oo m s ro e a l e s t e r f t r Re R ec t e. ve o v p fe n-- pe s lo e r s l h a n ye t h s-- t b u y t b t le s s le a h h t rs t s t s n t e a fi o i n ke po l p o m a k oc a l fo f
to y ncce t oo rl y po e c h a n ne d a p y o n nd ® o n l y s, a n e r s, ye e h a s me o m ia l b u y A L T O R ho EA e n t ia A h te f. R E o t po p no f f. R u r no t u e k t te a t o n o n icc k t a io s i e s s re e a q u i e a l E s t be im p r n b n ly Re s D a i ly R oo m c a t s ro o k too ed r y to ne s o f i t g n he y t he de r s de s i g ad w t e a o w re ho f h k ed r ie s o f a re e a s ke r ie to t o e ine in re r z s e a in s in He H g . d ts. m a nd o ts e n po se e s p o s le to l t a i l ro u b l t ro med in g s ’ t t in n s fo r me e w s e -m is is a a l tr Ne N r l r i s tr s e r he h e t ne t t io n n s t it io e me ac t it o m a g a i n so n a p r ac w s i o n w p ro w o w ho o r ro acc t io a Bo f h o f s.. B s s e e c le l iec ie p p m w ho o s ho ee e x a to re n t h r i n t h s i s.. n g s o m s i n roo is t i l is r ro n l b p a r o u r o w n yo ncc e -s u p y o n u p g u n g uc i n s p r uc r s fo r s fo e a s ide id
2008 National Award: Cover Photography 2008 Regional Awards: Front CoverPhoto, Feature Article Design, Opening Page/Spread, and Feature Article Design
Haveyourownstashof furniture.JimHintonandMike furniture. JimHintonandMike ScottofCutlerRealEstateinAkron, Ohio,haveaninventoryoffurniture re andaccessories,whichthey collectedmostlyfreeofchargefrom peoplewhogavetheitemsaway.
LIVED-IN LIVING ROOM WASHINGTON,D.C. P.27
N O T - S O - G R E AT
ROOM
AKRON, OHIO P.28
OLD-FASHIONED,
DARK
KITCHEN
MUSCLESHOALS, ALA. P.29
SEE MORE PHOTOS
Readaboutotherroommakeoversandsee before-and-afterphotosatREALTOR.org/realtormag. 26
2009 Regional Awards: Opening Page/ Spread-Computer Generated, Opening Page/Spread-Photo, Page/ Spread-Photo, Front Cover-Photo, Cove r-Photo, Open Page/Spread-Computer Generated, Front Cover-Computer Generated GD, and Feature Article-Design
Usewhat’salreadythere. You mightjustneedtoreshufflethe furnitureintheroomorborrow fromotherroomsinthehouse.Look aroundforaccessoriesandsmall sandsmall furniture,butjustmakesureyou don’tsacrificethelookofanother roomwhenyouremoveakeyitem.
e y a c e n T r a m a n n T t m t t a D i t s a D s s i s y M e l i B y M
2009 National Award: Overall Photography/Illustration and Feature Article-Design
Remove, Rearrange, Reaccessorize
Useastagingcompanyfor niceextras. Blakeusedastager toaddflowers,plants,andacoffee tableforherroommakeover.The costwasminimal—about$38 ut$38 permonth,andabout$100for removal.Stagingcompaniescan iescan alsohelpdesignanappealinglook foryourroom.CenterStageHome (www.centerstagehome.com ), StagedHomes.com( m( www.staged homes.com),andotherstaging programscanprovidealistof ealistof stagersinyourarea.
MA
AZBEE (American Society of Business Publication Editors) Awards
LIVED-IN LIVING ROOM
“Thecouple’s2-year-old daughterandlarge Labradorhadtaken overthe space.Whatwasmeanttobeaplaceforad . Whatwasmeanttobeaplaceforadultstoentertainandrela r tainandrelaxhad x had turnedintoa playroomfilled withtoys.Poor lightingand cluttercompounded theproblem.Thesofawasoversizedandwo s izedandworn,thewallartwas outofscale,andtheroomlackedstyle. y le. “First,Imovedthe child’sitemstoher roomandhadthe owners removeandstorethe leathersofaandgold carpet.Irearranged the remainingfurnitureandart, usingasmaller loveseat,arug, and aclubchair toestablishacozy conversationalgroupingandhighValerieM. Blake lighttheoak floors.Borrowingfurnituref romotherroomsin the house,Iaddedend tables,lamps,and awritingtableand chairto Prudential directtheeye towardthebeautifulbay window.Finally,Ien listed Carruthers, theaidof myfavoritestagingcompanyto provideacoffee table, REALTORS®, accessories,andtallplants, whichdrewattentionup totheroom’s Washington, highceilings,crown molding,andperiodchandelier.” D.C.
REALTOR ® MAY 2009
0905_F_home_F.indd 26
Callattentiontoyourmakeover skills. HintonandScottletthe wholeneighborhoodknowwhen oodknowwhen they’restagingahomeforsale. Theyplaceasignintheyard— ”ProfessionalHomeStagingin alHomeStagingin Progress”—todrawattentionfrom passersby.Atonerecentmakeover, thesignsparkedaflurryofinterest, resultinginanofferonthefirstday thepropertywaslisted.
www.REALTOR.org/realtormag
/10/2009 11:13:5
B E F O R E
A
F
T
E
R
THE RESULT
This1,560-square-foot Victorianrowhouse intheC apitolHill neighborhoodof Washington,D.C.,with threebedroomsand 1.5 baths,hadthree offers intwoweeksandclosed inMarchfor $583,000, abovelistingprice.
T O T TA L C O OS T S : T
$ 3 35 5 0 0
Expenses includedhaving thehouse professionally cleanedand rentingsmall itemsfroma stagingcompany. www.REALTOR.org/realtormag
MAY 2009 REALTOR®
0905_F_home_F.indd 27
27
/10/2009 11:1 :21
Classied Advertising Classied ads are a budget-friendly way to connect with the REALTOR ® audience. REALTOR REALTOR® Magazine offers black and white, spot color, and 4-color classied advertising options at affordable per-line or per-column rates. 86% OF REALTORS® TAKE ACTION UPON READING
Discussed an ad/article with someone else in the company
622,522
Visited an advertiser’s Web site
525,253
Bought products or services advertised
311,261
APEX Awards
Requested additional inormation rom a company
194,538
2009 Awards of Excellence: Magazine & Journal Design & Layout and Design & Illustrations
Source: Harvey Communication Measurement tudy, pril 2009, based on 86% o RR® who took action, and NR membership database, June 2009
2008 Award of Excellence: Design and Layout 10
2010 MEDIA INFORMATION
For more information on REALTOR® Magazine rates, please see the Advertising Rates inser t
REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
at the back of this book.
Advertising
T h e R e a d e r
Broker Advertising
BROKERS READER PROFILE
Reach over 189,000 Owners and Managers
Male
518%
REALTOR® Magazine’s monthly “For Brokers” section reaches 189,000 real estate company owners and managers – the industry’s top executives, opinion leaders, and purchasing decision-makers. This special section is lled with real-world guidance on operating a business to maximize prots, minimize risk, and recruit and keep top-performing salespeople and staff. In addition, “For Brokers” proles cutting-edge companies, giving readers a view inside the operations of successful, and sometimes unconventional, brokerages.
Female:
482%
verage age:
552 years
ttended college:
906%
verage employment income:
$87,500 $87,500
verage household income:
$136,700
verage net worth:
$979,300
verage investment portolio:
$328,000
Residential brokerage:
80%
Commercial brokerage:
6%
Regular reader o magazine (3 out o 4 issues)*:
827%
Source: NR membership database, June 2009
Who Reads “For Brokers”?
T h e M a g a z i n e
*Base 985% receive the magazine Sources: 2009 RR ® Magazine Reader Proile tudy, MRI Market olutions; National ssociation o RR RR® 2009 Member Proile
Brokers are the decision-makers for their companies; their buying power is strong and they have a variety of purchasing needs. REALTORS ® who are licensed as brokers or broker-associates spend 50% more on annual expenses than the typical REALTOR ®. Source: National ssociation o RR RR® 2009 Member Proile
HOW BIG IS YOUR TARGET MARKET? Brokers plan to purchase:
Specialized Software
59.9%
Cellular/Mobile Phone
40.6%
For Broke s
Right Tools. Right Now.
5 Signs of Depression— and How to Help A saggingeconomy can sapmotivation in many brokers andsalesassociates. Forothers, ittriggerstrue depression. Watchforfivesigns thatmembersof yourteamcould benefitfromprofessional help.
Runninga brokeragethese daysis aboutdoingmore with less. You’vegotto managethat samemountain of responsibilities,butyou mustdo it whilealso navigatingenormousmarket challenges. Here, weoffer REALTOR.org/realtormag strategiesfor increasingproductivity, right-sizingyourbusiness, andmakingdifficultdecisions. MORE
ForBrokers
Computer
9 0 0 2
39.8%
Laptop Computer
32.2%
Homeowners/ Personal Property Insurance
28.8%
Errors and Omissions Insurance
28.5%
© e v a r g s u M e v e t S y b n o i t a r t s u l l I
International Real Estatefor Local Markets
26.0%
Vehicles
Expandyourmarket. This12-hourcourse, neededfortheCertified InternationalProperty Specialistdesignation, is nowofferedat$160—a bigdiscountfromthe normal priceof $295.
25.4%
REALTOR.org/RightTools
Click on OnlineTraining
Target,tar get. Constantlyreevaluate whetheradvertisingin traditional media isstill doingthe job. “Look atlocal, regional, andnational onlinenews sources,”Eversadvises. “Considersocial media aswell. Facebook useis escalatingexponentially becauseitoffersaffordable regionallytargetedadvertisingprograms. Twitteris also very effective. Butbe careful in howyou advertise on thosesites. They were developedforsocial interaction, andif usersfeel the sitesarebeinghijacked by advertisers,you’llreceive rejection.”
Doalisteningtour. You can’tbecertain of consumers’needswithout hearingfromthem. “Focus groupsandsurveysareOK fortop-of-mindresults,” butforthe mostinsightful feedback,Eversrecommendsa strategy called “accountplanning,”which involvesconductingresearch inconsumers’environment by gatheringsmall groups of friendsin theirhomes. “Consumerscan drawfrom theirsurroundingsto trigger responseson a moremeaningful level,”saysEvers, who addsthatthe conversation tendsto bemorefluidand natural than a traditional
off-sitefocusgroup. “Friends can buildon each other’s responsesandholdeach otheraccountablefor honesty.”Accountplanning can giveguidancefornew admessagingandhelp you learn whattypesof media consumersuse. Remember, messagefirst. Even if you run high-visibility adsduringthe SuperBowl, they’ll flopif yourmessage doesn’tconnectwith your targetaudience. “Thekey is sayingsomethingmeaningful to yourcustomers,”Evers says. “A lotof advertisers wantto focuson what’s
importantto theirmessage, buttheway through this economy isto makesureyou focuson yourcustomers’ needs.” Avoid price comparisons. “Don’tturn yourservicesinto commoditiesby focusing merely on yourcommission structureorotheraspects of yourservicethatare directly comparableto thecompetition,”Everssays. “That createsa dialoguestrictly on themoney aspectsof the proposition. That’sgotto be partof themix, butconsumersarelookingfor services andsolutionsthat aredeeper
than a priceproposition.” You mighttell consumers: ‘We’ll findyou a homethat’s thebest valuein today’s y’s market, andatevery stage we’ll bethereto answeryour questions.’” Besincere.
“Advertisingisgoingfrom ‘tell andsell them’ to ‘join us on ourjourney,’”Everssays. “It’smoreabout conveying a highersenseof purpose, communicatingthevalues thatdriveyour brand, and beinginclusive, which createsa moremeaningful relationshipwith consumers.”Forexample, Rainmaker Propertiesin Palo Alto, Calif., publicizesthefact thatit donates10percent of every commission to a local charity of theclient’schoosing.
® B2 REALTOR APRIL 2009
Medical/Hospital/ Accident Insurance
20.4%
Navigation (GPS) System*
14.2%
2
LOWENERGY. Look fora break in an exercise regimen ora changein weight(lossorgain). “A changein livingpatternsis a sign ofsomething—it couldbe positiveornegative,” saysMichael SoonLee, ® CRS , GRI, broker-ownerof Realty Unlimitedin Dublin, Calif. “If salesassociatesstoppursuingtheirhobbies, stop exercising, anddevelopbagsundertheir eyes, they may havesomeissue in theirlife.”
20
40
60
80
SERIOUSNEGATIVITY.“Depression can showupas angeroraggression,”says Kristine Halverson, a salesassociateat360Realty in Los Angeleswho hasa degreein psychology andexperience asa social worker. “I’verun into associateswho areeasily irritableortoo aggressive. I’vealso seen salesassociates who areoverly sarcastic aboutthemarket.”Alone, those couldsimply berude behaviors. Combinedwith other symptoms, theycouldbealarm bells.
4
RELAXEDWORKHABITS. When you see once-busy associatesrollinginto ssociatesrollinginto theofficeat 11 a.m., sluggishly doingwork, andthen heading homeat3 p.m., takenote. “Depression throwsusoff wsusoff balance,”Halverson says. “Therearethings weneed to do everyday whetherwehaveclients ornot—comein on time, makephonecalls, anddo lead generation. When you’renotdoing thosethingsin thismarket, you’ll get depressed.”
5
INABILITYTOCON CENTRATE.A lack of
focuscan showupin sloppy paperwork orassociates’ interactions. “Theirspeech couldbea little slower,”explainsHalverson. Maybethere’sa pausewhen they answeryou, orit’sharderfor themto gathertheir thoughts. “Any oneof theseproblemsis a sign of danger,” saysLee. “Morethan oneisreason to refertheassociate to a mental health professional.”
HOW TO RESPOND? RAISETHE ISSUE.
“Talk aboutthings you’venoticed, whetherthey’redrinkingmore, workingout less, seemingsad, or cominginto theoffice less,”saysHalverson. “Then say, ‘Ihave resourcesIcan share with you.’ If they’re open to theidea of professionalhelp, givethema coupleof options—a privatepsychologist, which health insurancewill helppay for, anda community resourcethat’sfree.” HAVEOPTIONS READY.In many areas, dialing211 connectsyou to local health andhuman servicesresources. And don’tforgetto gather recommendationsfor debtcounselorsand mortgageforeclosure prevention specialists. ACTNOW. “It’s bestthat brokerssay somethingin theearly stagesof awareness, when it’ssituational depression, rather than waitinguntil it snowballsinto a much largerissueof clinical depression,”Halverson says.
APRIL 2009 REALTOR®
090 _F_l ists_F.i ndd 2
0
LOSSOFINTERESTINWHATTHEYLOVE.
If associatessuddenly ociatessuddenly clamupabouttheir passions, approach themin a friendly mannerto ask why. You may learn they don’thavethefundsto pursue theirinterests. Or, theirresponsemay showlethargy and indifference, which aresymptomsof depression.
3
Smart Ad Strategies for a Tough Market Thetypical knee-jerk reaction in a down marketisto slash advertising—andthen rebuilditwhen themarketrecovers. A moreeffectivetechniqueisto be smarterin howyou advertise. Here’ssomeadvicefromadvertisingguru Paul Evers, ownerof theadagency tbd in Bend, Ore.
Car Insurance
1
3/9/09 12:00: 7
090 _F_l ists_F.indd 3
B3
3/9/09 3:13:08
100
*Base 981% own/lease a vehicle Source: 2009 RR® Magazine Reader Proile tudy, MRI Market olutions
For more information on REALTOR® Magazine “For Brokers” rates, please see the Advertising Rates insert at the back of this book.
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
11
A d v e r t i s i n g
Advertising Web Advertising “Top Producer is pleased with our partnership with REALTOR® Magazine Online. It has played a key role in our marketing strategy. REALTOR® Magazine Online is an effective way for us to reach and serve the real estate community with the continued expansion of our product line.” – Ashleah Wilson, Director of Marketing, Top Producer Systems
REALTOR® MAGAZINE IS AN AWARD-WINNING SITE
REALTOR® Magazine Online is Your 24/7 Link to REALTORS ® REALTORS® want on-demand access to the latest news and information, and they nd it at REALTOR ® Magazine Online (www.realtormag.com). This online audience accesses the site 24/7 for up-to-the-minute news and commentary, favorites like quizzes and buyer’s guides, plus interactive features that aren’t available in the print publication like slide shows, videos, and blogs. REALTOR ® Magazine Online draws 875,000 page views a month on average, making it the perfect place to showcase your products and services, and the perfect complement to your print advertising program. Source: Webrends, Webrends, Januar y-May 2009
APEX Awards 2009 Award of Excellence: Blogs, Forums & Wikis
Online Advertising Opportunities Online Display Advertising: IAB standard advertising placements position your
message alongside articles and other content. Video Advertising: New videos launch regularly! Deliver your message up front
in a pre-roll video format. Webinar Sponsorships: REALTOR® Magazine webinars are so popular, they
EXCEL (Society of National Association Publications) Awa Awards rds 2009 Awards: Online Publishing-Blogs and Website-Special Members Area 2008 Awards: Online Publishing and Special Members Area
were recently named the number one benet of NAR’s Right Tools, Right Now campaign to members. Connect with the audience via sponsored content and up-front advertising time. Slide Shows and Photo Galleries: Online Buyer’s Guides feature the latest
products REALTORS REALTORS® need to get the job done. Sponsorship opportunities and advertising placements are available. Blogs: REALTOR® Magazine’s four blogs give REALTORS ® a chance to read and
engage in discussions about what’s new in the business. No wonder the blogs are among the most visited parts of the site! Sponsorship opportunities and advertising placements are available. Custom Options: Create a custom online advertising program for maximum
impact online. Our site is always introducing new features, and new advertising opportunities may be available. Contact your sales representative for more information. 12
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert at the back of this book.
Advertising
T h e R e a d e r
e-Newsletter Advertising Daily, Weekly, Monthly: Reach Re ach REAL RE ALTORS TORS® With E-mail Anywhere
Industry News E-Mail
Most REALTORS check their e-mail at least once a day. With REALTOR® Magazine Online’s award-winning e-newsletters, your advertising message can be waiting for them at their e-mail inboxes. Thousands of real estate professionals read our timely e-newsletters to get the latest news, tips, trends and business solutions. High open rates and low opt-out rates of 0.1% mean that your product information will be read as well.
» 1,000 news subscribers each month on average
®
Business Tips E-Newsletter » Monthly distribution to over 1 million members » Low opt-out rate of 0.1% » High open rate, averaging 20% » Click-through rates range from 7%-19% monthly
» Daily and weekly distribution to 200,000 subscribers » Low opt-out rate of 0.1% » High open rate, averaging 23% » Click-through rates range from 10%-17% (weekly issue) and 7%-12% (daily issue) » Text and display ads available Source: eDialog, March-May 2009
Young Professionals Network E-Newsletter » Distribution to 2,000 young professionals » Unique content especially for younger practitioners » Targeting rookies with a taste for knowledge » Text and display ads available Source: YPN Network, July 2009
» Customized by audience and region » Text and display ads available Source: eDialog, March-May 2009
“I look forward to this newsletter. It keeps me on top of important changing trends that affect my profession.”
T h e M a g a z i n e
“An excellent source and tool for the business!” Source: Reader comments, RR ® Magazine’s Business ips Newsletter urvey, urvey, 2009
REALTOR® MAGAZINE ONLINE’S E-NEWSLETTERS HAVE RECEIVED ACCOLADES
AZBEE (American Society of Business Publication Editors) Awards
A d v e r t i s i n g
2008 National Awards: E-Newsletter, How-T How-To/Service Journalism, Journalism , and E-Newsletter, E-Newsletter, General Ge neral Excellence Excelle nce APEX Awards
2009 Award of Excellence: Electronic & Video Publications, Business Tips Newsletter EXCEL (Society of National Association Publications) Awards
2008 Award: Online Publishing, Electronic Newsletter
For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert at the back of this book.
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
13
Advertising
Show Daily Your Conference News Orlando ®
“Time and again I nd that REALTOR® Magazine is able to provide a unique combination of relevant and targeted content, which attracts the ideal Realty Executives customer. As a result we are able to effectively communicate our core values and message to the real estate industry at large.” – Todd Sumney, Director of Marketing, Realty Executives International
T H E
B U S I N E S S
S u n d a y
T O O L
F O R
R E A L
E S T A T E
P R O F E S S I O N A L S
1 1 / 0 9 / 0 8
CRBDAY TODAY’S BEST IDEA
Setmutually agreeable expectations,ratherthan guessingthepricet hey wanttohear.
HearMore:AdornaCarroll,ABR®,SRES SellerCounselingSession 9:00AM – 10:30AM W224E.Level2 BE THERE!
CourageinaCrisis
InspirationalBreakfast withLeeWoodward TicketedEvent Time. 6:45AM–9:00AM PeabodyOrlando Location. PlazaInt’lBallroom TapYourMentalEnergy
Instinct-DrivenSuccess Time. 9:00AM - 10:30AM Location. W224G,Level2 Location. W224G,Level2 Can’tFailClosingScripts
MakingtheShiftfromGood toGreat Time. 11:00AM –12:30PM Location. W330D.Lev Location. W330D.Level3
“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS® Conference General Session. He intends to come out of retirement and compete again in next summer’s Tour de France. “I think I can do it, though I’m not totally sure.”
Show Daily
Bring More REAL R EALTORS TORS® to Your Booth with the Show Daily
Choose Passion Over Fear
Make the most of your four days at the 2010 REALTORS REALTORS® Conference & Expo in New Orleans November 5-8, 2010. Advertise in REALTOR® Magazine’s Show Daily newspaper, distributed every day of the show, and invite 20,000 potential buyers into your booth. As the ofcial daily newspaper of the annual REALTORS ® Conference & Expo, REALTOR ® Magazine’s Show Daily gives you exclusive exposure every day of the show. Your advertisement in the Show Daily will get the attention of real estate professionals who are looking for your specic products and services.
REALTORS ® lookingforamodel ofhowtosucceedintoughtimes e dintoughtimes gotanobjectlessonandaninspirationalliftSaturdayfrom someone whoknowsaboutsurvivingadversity:LanceArmstrong. Thecyclingphenomandcancersurvivoraddresseda crowdof morethan 7,500REALTOR 0 0REALTORS ® andguestsat theOrange County ConventionCenterin Orlandoas thekeynotespeakerattheREALTORS® ConferenceGeneral eGeneral Session. “Mychallengetoyouis—despite howtoughthingsare—youhaveto ndyourpassion,”saidArmstrong, whosayshislife todayisall about raisingawarenessaboutcancersursaboutcancersur vival.
“Canceristhebestthingthat haseverhappenedtome,”he said. “Thediseasetaughtmehowtolive, taughtmehowtoght,and taught menottobeafraid.” Armstron t rongwrotethe bookon gritand fortitud i tude.He wonthe character-testingTour stingTour deFrance racea record-breakingsevenconkingsevenconsecutivetimes. Allsevenvictories cameafterhisbattlewithtesticular cancer. Thecyclistspokemovin s tspokemovinglyto theREALTORS® abouthisexperienceandwhyhewentpublicwith hiscancerexperience. Hisdoctor gavehim achoiceabouthowto goforward:Be d :Be aprivateperson, o n, orwalkout asapublicpersonand See Passion, page26 Passion, page26 > >
NoMoreAwkwardIntros
DiscoverYourMemoryPower Time. 11:00AM –12:30PM Location. ValenciaRoom, W415B,Level4 PriceRight:PriceOften
QuickUpdatesforaQuickerSale Time. 1:00PM –2:00PM Location. ValenciaRoom, W415D,Level4 TipsonWeatheringthe Slowdown
ThePerfectStormforCommercial InvestmentRealEstate Time. 1:00PM –2:30PM Location. W230C.Level2 Location. W230C.Level2 GetReadyforYour CloseUp
LookClients,I’monTV! Time. 3:00PM –4:30PM Location. W224G.Level2 Location. W224G.Level2 Kool&the GangConcert; RidesGalore
REALTORS NightOut ®
Time. 7:00PM –11:00PM Location. UniversalStudies ShuttleBus outsideHallD
Correction:The promotion forKerriWalshand MissyMay-Treanorthat appears onp.12 shouldhaveappeared d haveappeared onSaturday.Theduowill notappear Sunday.
NAR Honors Good Neighbors Withtumultuous cheersand r sand a standingovationfrom ariveted crowd of REALTORS®, 2 00 9 President-elect Vickie Cox Golderintroducedthewinnersof edthewinnersof thisyear’sGoodNeighborAward winners. “You epitomiz o mize thespiritof communitythatissomuchapart of beingaREALTOR®,shesaid. “We’reproudto haveyou demonstratetotheworldthe positive impactREALTORS ® aremaking acrossthecountry.” REALTOR® magazine’sninthannualGood NeighborAward honorsthe efforts of REALTORS® who make exceptional contribution t ions to improve o ve the qualityoflife intheir communities. Inaddition tothe crystal t al trophiestheyreceivedlastnight,
thevewinnerswill eachreceive a$10,000grantfortheircommunitycauseanda$2,500Lowe’sgift ’sgift card. ThisyeartheGoodNeighbor programreceived generous supportfrom foundingsponsor eNeighborhoods, Homes.com, Lowe’s,andLandAmericaInc. The2008 Winners
LeiBarry , A B R®, CRS,GRI, SRES, Keller l er Williams a ms Real Estate,Blue t e,Blue Bell, Penn. Barry foundedInter-FaithHousingAlithHousingAlliancemorethan20 yearsagoto save low-income familiesfrom homeles l essnes s ness. s . Inspiredby her ownexperiencein the1960sas asinglemotherwithnoplaceto live,Barryhasworkedto provide temporaryhousingforthousands ofpeople.
From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caro line McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scottand t and RobinGwaltney t ney , ColdwellBankeratYourService Realty,Ltd., Rochester, er, Minn., Everyyearfor16years,theGwaltneyshave beenunpaid resident houseparentsforuptosixacademicallytalented, butunderprivi-
leged,teenageboys.Asvolunteers eboys.Asvolunteers forRochesterBetterChance,the Gwaltneyshaveprovidedahaven for46 inner-cityyouthsfromatriskneighborhoodsandmentored themthroughhighschool. See GoodNeighbor, page26 > page26 >
Just how effective is the Show Daily? » 74% of readers said advertisements in the Show Daily made them want to visit booths they had not originally planned on visiting. » 61% used the Expo oor plan in the Show Daily to nd the booths they wanted to visit. » 57% purchased or planned to purchase products and/or services at the Expo that were advertised in the Show Daily. Sources: 2008 RR® Magazine how Daily Reader urvey
Show Daily advertising is available to exhibitors only. For more information on advertising in the Show Daily newspaper, contact your advertising representative.
Endless Opportunities at the REALTORS ® Expo The REALTORS® Expo, the trade show part of the REALTORS ® Conference & Expo, gives you the opportunity to present your products and services live to thousands of real estate professionals. In fact, 98% of conference attendees visited the 2008 Expo, and the average visitor planned to spend a median of $733.50 on products and services at the 2009 Expo. The Expo will give you lots of face-to-face time to promote your tools and solutions to more than 20,000 real estate professionals and guests. Source: 2008 RR® Conerence & xpo Demographic Proile/Research Results
REALTORS® Expo sponsorship opportunities are available to exhibitors. exhibitors. ® For more information on the REALTORS Expo and how it can boost sales, contact Hall-Erickson Expo Management at (800) 752-6 752-6312 312 or
[email protected]. 14
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZINE® WWW.REALTORMAG.COM
Advertising
T h e R e a d e r
Event Sponsorships 1TH YEA
’S 2
REALTOR® MAGAZINE’S
GOOD NEIGHBOR AWARDS
REALTOR® Magazine’s Good Neighbor Awards REALTOR ® Magazine’s Good Neighbor Awards recognize REALTORS® who make extraordinary contributions to their communities through volunteer work. In its 10 years, the Good Neighbor Awards program has become one of the most prominent awards bestowed upon NAR members. Winners receive $10,000 grants, national publicity, and a cover story in REALTOR REALTOR® Magazine. They are honored during the General Session of the REALTORS ® Conference & Expo, a gathering of more than 6,000 REALTORS ®. Good Neighbor sponsors benet from 10 months of editorial and advertising exposure — from the Call for Entries in February to the culmination of the awards presentation and gala dinner during the REALTORS ® Conference & Expo in November. For more information, go to www.REALTOR.org/GNA.
T h e M a g a z i n e
YPN IS AN AWARD-WINNING NETWORK
AZBEE (American Society of Business Publication Editors) Awards
2008 National Silver, Members Web Section
REALTOR® Magazine’s Young Professionals Network
EXCEL (Society of National Association Publications) Awards
Reach out to young real estate professionals through REALTOR® Magazine’s Young Professionals Network (YPN). These young professionals are looking for valuable resources to help propel them to career success. YPN hosts educational forums and sold-out networking events for its members, providing ample opportunity for companies to connect with this growing group.
2008 Silver Award, Online Publishing, Special Members Area
A d v e r t i s i n g
YPN also reaches out to these tech-savvy young REALTORS® online at the YPN site, www.REALTOR.org/ YPN, which includes proles, features, quizzes, and the popular YPN Lounge blog. Nearly 2,000 young REALTORS® have signed up as members on the YPN national Web site, and state and local REALTOR ® associations across the nation are forming chapters. Get your company in front of these young pros at YPN’s events throughout the year or on the YPN Web site through our many advertising opportunities. Source: YPN Network, June 2009 © ony Powell
For more information on these sponsorship opportunities, please contact your sales representative. 2010 MEDIA INFORMATION REALTOR REALT OR MAGAZIN E® WWW.REALTORMAG.COM
15
Advertising Value-Added Marketing
“Advertising in REALTOR® Magazine plays an important part of our marketing strategy. AMERACO believes it is vital to reach out to real estate professionals in securing investment partnerships nationwide. REALTOR® Magazine provides that opportunity with great success.” – Rusty Stuart, Vice President of Operations, AMERACO, Inc.
REALTOR® Magazine offers many opportunities to increase the impact of your marketing campaign and build relationships with your audience. As a REALTOR® Magazine advertiser you can take advantage of custom publications, market research, and direct access to our members. Use these to target your market of 1.13 million decision-makers outside our magazine and Web site. You’ll get to know your customers better while making your marketing dollars go further. Contact your sales representative representative to put these value-added marketing opportunities to work for you.
Merchandising Credits REALTOR Magazine advertisers are eligible to use two percent of their net advertising expenditures toward various merchandising merchandising opportunities, opportunities, including direct mail lists, custom research studies and surveys, advertisement and editorial reprints, complimentary magazine issues, and more. ®
Custom Publishing Custom publications allow advertisers to tailor a piece to meet specic marketing goals, requirements, and preferences. By combining editorial appeal with advertising and marketing strategies, custom publications relay messages with long-lasting appeal or those requiring in-depth coverage. Examples of custom publications include supplements, advertorials, advertorials, and direct mail inserts.
Reader Service Card
16
2010 MEDIA INFORMATION REALTOR REALT OR MAGAZINE® WWW.REALTORMAG.COM
To help readers request additional information information on products advertised or appearing in editorials in REALTOR ® Magazine, a reader service card is bound into each issue. All advertisers receive pressure-sensitive labels containing the inquirers’ names, addresses, and telephone numbers. This information is also available in electronic format. Demographic and geographic analysis, reports, and summaries of all inquiries and mapping (with numbers or percentages of inquiries by state) are available to advertisers.
Direct Mail Lists Reach out to a select group of our 1.13 million real estate professionals through our direct mail subscriber lists. Subscriber names are rented for onetime usage only, in volumes of 5,000 or more, at a base cost of $130/M. We will work with you to segment your market and target niche audiences. Markets can be separated geographically or demographically. Contact your sales representative or call MeritDirect at (518) 608-5066. Source: NR membership database, June 2009
Ad Readership Studies Let REALTOR® Magazine help you determine how your ad measures up. Ad readership studies provide you with valuable reader research and verbatim comments on your advertising investment, including how your ad compares with others in the issue, and how many readers remember seeing and reading your ad. This service is complimentary for advertisers running national display ads in the April, August, and/or December issues.
Strategic Alliance Opportunities The National Association of REALTORS ®’ REALTOR Benets® Program can provide an additional opportunity to REALTOR® Magazine advertising and marketing partners with a direct distribution channel to NAR’s 1.13 million members. Members recognize REALTOR Benets® as the program that provides unique value-added offers and savings from industry-leading partners on the products and services they use every day. Program participants receive signicant benets through the alliance, including preferred provider status and automatic inclusion in NAR’s comprehensive REALTOR REALTOR Benets Benet s® marketing campaign. For more information, or to be considered for the REALTOR Benets ® Program, please e-mail
[email protected] or call (312) 329-8697. Source: NR membership database, June 2009
2008-2009 Advertisers Advertisers nd Opportunity in REALTOR ® Magazine You enter a whole wh ole new world worl d of opportunity when you use REAL R EALTOR TOR® Magazine to generate sales and leads from 1.13 million real estate professionals. A world that’s open to everyone, from small local storefronts to large multinational corporations. Our advertisers reect the broad range of products and services that REAL REALTORS TORS ® need to successfully run their businesses, but they all have one thing in common. They recognize that whether they’re targeting new markets or building brand awareness, REALTOR ® Magazine is the right vehicle for their marketing message. A La Mode
Fujitsu Computer Products
Prudential Advertising
Adigida
GMAC Real Estate
Qwest Communications
American Home Shield
REALOGY
Assist2Sell
Home Fire Sprinkler Coalition
AT&T
Intel Corporation
Realty Executives
Bank of America
Intuit
Reliant Energy
Broadcast Marketing, LLC
Keller Williams Realty
RE/MAX International
Calculated Industries
KW Nash Group
Research In Motion
CDW
LandAmerica Financial Group
Scott’s Liquid Gold
Compass Knowledge Craig Proctor Productions
Lantrax, Inc.
REALTOR.com
Sign-A-Rama
Loopnet, Inc.
Top Producer Systems UPS Store
Lowe’s
US Cellular
Market Leader
US Postal Service
Microsoft
Virtual Staging Solutions
Minton Publishing
VISA USA
MICA
Visual Tour.com
My M&M’s
Weichert Real Estate
Entertainment Publications
Myers Internet, Inc/MGIC
Wells Fargo
Entitle Direct Group
Old Republic Title Agency
Exit Realty
On The Move, Inc.
EZ PNP
Panasonic
Federal Express
Privus Mobile
Forte Communications
Protus IP Solutions
DR Horton – LA Division Dell Computer Corporation Diverse Solutions Ebby Halliday Company eNeighborhoods Engel and Volkers, US Holdings INC.
*Partial list of advertisers
430 N. Michigan Avenue
|
Chicago, IL 60611
Frank J. Sibley
SENIOR VICE PRESIDENT, COMMUNICATIONS AND CONVENTIONS P: (312) 329-3271 F: (312) 329-8814 E-Mail:
[email protected] Pamela Geurds Kabati
VICE PRESIDENT, EDITORIAL DIRECTOR P: (202) 383-1044 F: (202) 383-1231 E-Mail:
[email protected] Stacey Moncrieff
MANAGING DIRECTOR, EDITOR IN CHIEF P: (312) 329-8496 F: (312) 670-1568 E-Mail:
[email protected] Jill Powers
ADVERTISING SALES ASSOCIATE (contact regarding advertising and insertion orders) P: (312) 329-8332 F: (312) 329-817 329- 8174 4 E-Mail:
[email protected] Karin Coleman
ADVERTISING PRODUCTION COORDINATOR (contact regarding materials) P: (312) 329-8461 F: (312) 329-8184 E-Mail:
[email protected]
|
E-mail:
[email protected]
Advertising Representatives NORTHEAST CT, MA, ME, NH, NJ, NY, PA, RI, VT, CANADIAN PROVINCES OF NB, NS, ON, QC Diane Sacken
Northeast Account Manager James G. Elliott Co. 135 E. 55th Street New York, NY 10022 P: (212) 588-9200 x 1324 F: (212) 588-9201 E-Mail:
[email protected] SOUTH AL, AR, CO, DC, DE, FL, GA, KY, LA, MD, MS, NC, NM, OK, SC, TN, TX, VA, WV Bob Jameson
Southeast Account Manager Jameson Weinbrenner Co., Inc. 13140 Coit Road, Ste. 300 Dallas, TX 75240 P: (972) 669-1663 F: (972) 783-1718 E-Mail:
[email protected]
|
www.realtormag.com
MIDWEST IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI, CANADIAN PROVINCE OF MB Stephen Coughlin
Midwest Account Manager James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail:
[email protected] WEST AK, AZ, CA, HI, ID, MT, NV, OR, UT, WA, WY, CANADIAN PROVINCES OF AB, BC, SK Ted Hemminger
Western Account Manager James G. Elliott Company 626 Wilshire Boulevard, Ste. 500 Los Angeles, CA 90017 P: (213) 596-7209 F: (213) 624-0997 E-Mail:
[email protected] CLASSIFIED ADVERTISING Carole McLaughlin
Classied Sales Representative James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail:
[email protected]
